Sustainable Development and Consumer Preferences in Glamping Tourism: A Comprehensive Analysis

Аннотация

Glamping — a fusion of the words “glamour” and “camping” — represents a modern form of tourism that combines luxury amenities with environmental sustainability. This research aims to explore consumer preferences towards glamping tourism in Uzbekistan and to examine how sustainability factors influence decision-making. Data were collected from 407 respondents via an online survey and analyzed using a logistic regression model. The results indicate that valuing ecology and sustainability significantly increases the likelihood of choosing glamping. Particularly, young adults aged 25– 35 and high-income consumers show greater interest in glamping services and are willing to pay more for environmentally friendly options. Based on the findings, it is demonstrated that developing glamping tourism according to sustainable principles can help create new market segments. Keywords: Glamping, sustainable tourism, consumer preferences, logistic regression, willingness to pay, The American Journal of Management and Economics Innovations 98 https://www.theamericanjournals.com/index.php/tajmei ecology. compatible with the essence of glamping. Introduction: In recent years, the global tourism For example, Gössling et al. (2019) highlight that industry has experienced rapid transformations. environmentally conscious tourists prioritize Alongside traditional types of travel, new tourism sustainability, carbon footprint reduction, and trends emphasizing ecological sustainability, proximity to nature when choosing travel options. personalized experiences, and closeness to nature are Glamping meets these needs by offering eco-friendly emerging. Among these, glamping (glamorous accommodations built with low energy consumption, camping) stands out as a notable phenomenon. renewable resources, and natural materials. Glamping is a tourism form that harmonizes conventional camping with modern hotel comforts, Various psychological and social factors influence typically organized in eco-friendly locations that enable consumers’ travel decisions. According to Ajzen’s guests to interact closely with nature while enjoying (1991) Theory of Planned Behavior, intention, luxurious conditions. normative beliefs, and past experiences play a central role in service choice. In glamping, these relate to The popularity of glamping is primarily driven by the ecological awareness, aesthetic satisfaction, influence desire for personalized experiences, environmental from social media, and personal well-being. consciousness, and sustainable tourism principles. This trend has strengthened particularly after the COVID-19 Kim & Han (2020) found that tourists with higher pandemic, as people seek relaxing, safe, and health- ecological awareness are more inclined to select conscious environments away from urban noise. sustainable services. They are also more willing to pay Nonetheless, this type of tourism remains a premium for glamping compared to traditional hotels. underdeveloped, and its consumers’ perceptions, Econometric models like logistic regression are motivations, and relation to sustainability have not commonly used to identify consumer preferences. For been sufficiently studied in scientific literature. example, Choe & Kim (2018) examined how ecological This study aims to analyze consumer preferences for consciousness, income levels, and participation in eco- glamping, focusing on factors such as ecological activities influence consumer choices through logit awareness, attitudes towards sustainability, and models. willingness to incur extra costs. The goal is to provide Their findings indicate that respondents with higher practical recommendations for entrepreneurs, tourism ecological awareness are more likely to favor eco- professionals, and policymakers offering glamping friendly services. Similarly, this study analyzes factors services. such as age, income, ecological awareness, and importance of sustainability as determinants of LITERATURE REVIEW glamping preference. The concept of glamping has emerged as a rapidly The above analyses demonstrate that glamping and developing phenomenon in the global tourism sector sustainable tourism are interconnected concepts over the past decade. It is a form of tourism that combines comfort and luxury with traditional camping influencing consumer behavior. However, existing activities (Fennell, 2020). Glamping is often organized literature lacks: outside urban areas within natural landscapes, offering • Empirical studies on the glamping market in tourists high-quality services, aesthetic experiences, Uzbekistan or Central Asia, and ecological balance (Sheppard & Cargill, 2022). • Clear statistical analyses of the relationship Many researchers (e.g., Brooker & Joppe, 2014) between sustainability factors and willingness to categorize glamping within the framework of pay, “experiential tourism,” emphasizing that this form of travel reflects travelers’ values, identity, and ecological • In-depth exploration of